Marketing Chapter 12 q

46. A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching customer with more engaging messages is ________. a. Madison & Vine b. Wall St. & Fifth Ave c. Buzz marketing d. opinion leaders e. DVR zap

a. Madison & Vine

59. ______ is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time. a. Reach b. Qualitative value c. Format d. Premium e. Frequency

a. Reach

74. Which of the following is not a reason that the use of public relations by companies has often been limited and scattered? a. The cost of public relations can be prohibitive. b. The public relations department is usually located at corporate headquarters. c. Many public relations professionals see their jobs as simply communicating, not necessarily brand building. d. The public relations department is busy dealing with stockholders, employees, government officials, the press, and other publics. e. Communication between marketing managers and public relations specialists can be difficult.

a. The cost of public relations can be prohibitive.

14. Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________. a. communications channels that should be integrated under the concept of integrated marketing communications. b. communications channels focused more on narrowcasting than broadcasting c. promotional tools used for push strategies but not pull strategies d. promotional tools used for pull strategies but not push strategies e. promotional tools adapted for use in mass marketing

a. communications channels that should be integrated under the concept of integrated marketing communications.

Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. a. interactive marketing b. advertising c. public relations d. Personal selling

b. adversiting

55. The goal of ________ is to make ads themselves so entertaining or useful that people want to watch them. a. branded entertainment b. advertainment c. audience engagement d. continuity scheduling e. pulse scheduling

b. advertainment

36. Using the ________ method for setting an advertising budget, the company starts with total revenues, deducts operating expenses and capital outlays, and then devotes some portion of the remaining funds to advertising. a. percentage-of-sales b. affordable c. competitive-parity d. objective-and-task e. moving-average

b. affordable

124. Chris Stemen, the owner of an independent gift store, is developing an advertising budget. Chris has totaled his company's revenues and deducted operating expenses and capital outlays. He intends to use a percentage of the remaining funds for advertising. Which budget setting method is Chris using? a. affordable method b. integrated method c. percentage-of-sales method d. competitive-parity method e. objective-and-task method

(a; p. 360; Moderate) {AACSB: Reflective Thinking}

126. In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, while Rolex stresses luxury and status. These are all examples of ________ appeals. a. creative b. meaningful c. believable d. entertainment e. distinctive

(e; p. 363; Moderate) {AACSB: Reflective Thinking}

129. When Maxwell House shows one of its buyers carefully selecting coffee beans, which type of execution style is being used? a. mood or image b. fantasy c. personality symbol d. musical e. technical expertise

(e; p. 365; Moderate) {AACSB: Reflective Thinking}

127. An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them. But please, don't." This ad uses the ________ execution style. a. slice of life b. lifestyle c. fantasy d. scientific evidence e. personality symbol

(b; p. 363; Moderate) {AACSB: Reflective Thinking}

128. When Taco Bell uses a Chihuahua, a small dog, to represent its product, which type of execution style is being used? a. mood or image b. fantasy c. personality symbol d. technical expertise e. musical

(c; p. 365; Easy) {AACSB: Reflective Thinking}

123. Expensive Coca-Cola television ads that build and maintain the brand are a type of ________. a. informative advertising b. comparative advertising c. persuasive advertising d. reminder advertising e. institutional advertising

(d; p. 359; Moderate) {AACSB: Reflective Thinking}

29. _____ define the task that advertising must do with a specific target audience during a specific period of time. a. Advertising objectives b. Advertising budgets c. Advertising strategies d. Advertising campaigns e. Message decisions

a. Advertising objectives

17. To produce better communications consistency, a unified company image, and greater sales impact, some companies hire a(n) ________. a. advertising agency b. marketing communications director c. public relations specialist d. personal sales force e. media planner

b. marketing communications director

116. A.Y. McDonald, a manufacturer of pumps and plumbing valves, employs regional salespeople to sell its products to wholesalers and cities. This is an example of ________. a. sales promotion b. personal selling c. public relations d. direct marketing e. advertising

b. personal selling

2. The use of short-term incentives to encourage the purchase or sale of a product or service is called ________. a. direct marketing b. sales promotions c. personal selling d. public relations e. publicity

b. sales promotions

54. Ads that are built around dream themes use which type of execution style? a. mood or image b. musical c. fantasy d. slice of life e. scientific evidence

c. fantasy

21. Sales promotion includes a wide assortment of tools. Which is not one of these tools? a. contests b. premiums c. telephone surveys d. coupons e. cents-off deals

c. telephone surveys

28. Which of the following is not one of the four important decisions made when developing an advertising program? a. setting advertising objectives b. setting the advertising budget c. developing advertising strategy d. selecting a target market e. evaluating advertising campaigns

e. evaluating advertising campaigns

131. Mike's Bike Shop's readers will notice which of the following first in its new print advertisement? a. headline b. illustration c. copy d. subheadlines e. color

(b; p. 366; Moderate) {AACSB: Reflective Thinking}

30. _____ can be classified by primary purpose—whether the aim is to inform, persuade, or remind. a. Advertising objectives b. Advertising budgets c. Advertising strategies d. Advertising campaigns e. Advertising logos

a. Advertising objectives

32. _____ becomes more important as competition increases. The company's objective is to build selective demand. a. Persuasive advertising b. Informative advertising c. POP promotion advertising d. Patronage advertising e. Reminder-oriented advertising

a. Persuasive advertising

65. In selecting media vehicles, the planner must balance media cost measures against several media impact factors. First, the planner should balance costs against the media vehicle's ________. a. audience quality b. audience attention c. editorial quality d. timing e. pass-along audience

a. audience quality

50. After creating message strategy statements, the advertiser must develop a compelling ________ that will bring the message strategy to life in a distinctive and memorable way. a. big idea b. customer strategy c. customer benefit d. execution style e. media vehicle

a. big idea

56. Product placement in television programs and movies is an example of ________. a. branded entertainment b. advertainment c. brand contact d. audience engagement e. pulsing

a. branded entertainment

63. The media planner looks both at the total cost of using a medium and at the _____. a. cost per thousand persons reached b. cost of premium offers c. cost of the magazine it is using d. opportunity cost e. continuity cost

a. cost per thousand persons reached

70. Advertising media costs ________ from country to country. a. differ vastly b. remain about the same c. use POP promotions d. are impossible to compare e. are usually comparable

a. differ vastly

121. If you are attempting to create primary demand toward your product, you will use ________ ads. a. informative b. persuasive c. reminder d. developmental e. cooperative

a. informative

41. Which of the following is an element of developing an advertising strategy? a. selecting advertising media b. using sophisticated statistical models c. setting advertising objectives d. evaluating advertising campaigns e. setting the advertising budget

a. selecting advertising media

35. After determining its advertising objectives, the company's next step in developing an advertising program is to ________. a. set its advertising budget b. use advertising specialty c. use cash refund offers d. use coupons e. develop its message decisions

a. set its advertising budget

69. Which of the following is not a benefit of standardized global advertising? a. lower advertising costs b. greater global advertising coordination c. appeal to different demographics differ d. consistent worldwide image e. coordinated message between mass media outlets and online advertising

c. appeal to different demographics differ

10. Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies. a. marketing; media b. media; sales c. narrowcasting; broadcasting d. broadcasting; narrowcasting e. advertising; word-of-mouth

d. broadcasting; narrowcasting

48. Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals. a. sales promotions b. premium promotions c. advertising specialties d. customer benefits e. emotions

d. customer benefits

58. Which of the following is not one of the major steps in media selection? a. deciding on reach, frequency, and impact. b. choosing among major media types. c. selecting specific media vehicles. d. deciding on format elements. e. deciding on timing

d. deciding on format elements.

34. A product in the maturity stage may require ________ advertising. a. informative b. comparative c. persuasive d. reminder e. cooperative

d. reminder

61. For a long time, _____ has dominated in the media mix of national advertisers. a. the Internet b. newspapers c. television d. radio e. direct mail

e. direct mail

24. Which type of promotional tool is nonpublic, immediate, customized, and interactive? a. segmented advertising b. sales promotions c. public relations d. brand contacts e. direct marketing

e. direct marketing

43. Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________. a. the affordable method of setting a promotion budget b. the competitive-parity method of setting a promotion budget c. using humor to capture audience attention and interest d. implementing branded entertainment e. media planning

e. media planning

20. Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions? a. mass-market advertising b. segmented advertising c. sales promotion d. public relations e. personal selling

e. personal selling

19. _____ is the company's most expensive promotion tool. a. Advertising b. Personal selling c. Mass media d. Public relations e. Publicity

b. Personal selling

39. Which method of setting an advertising budget relies on analyzing competitors' spending? a. affordable method b. percentage-of-sales method c. competitive-parity method d. objective-and-task method e. integrated method

c. competitive-parity method

45. The Internet, video on demand, and DVRs (digital video recorders) present which of the following problems for marketers? a. Consumers are watching less television. b. Consumers have difficulty attending to specific advertising messages due to advertising clutter. c. Audiences are less interested in media consumption. d. Consumers have more choices about what to watch or not watch. e. Television advertising is becoming more expensive.

d. Consumers have more choices about what to watch or not watch.

22. _____ consists of short-term incentives to encourage the purchase or sale of a product or service. a. A patronage reward b. A segmented promotion c. Advertising d. Sales promotion e. Publicity

d. Sales promotion

5. Which of the following is not an aspect of the promotion mix? a. advertising b. sales promotions c. public relations d. strategic positioning e. direct marketing

d. strategic positioning

11. In the "chaos scenario" predicted by some advertising industry experts, the old mass-media communications model will be increasingly abandoned in favor of ________. a. public relations b. direct marketing c. push and pull strategies d. the possibilities of new digital technologies e. buzz marketing

d. the possibilities of new digital technologies

132. You receive a report that says the 68% of your target market had been exposed to your ad campaign during a given period of time. This is an example of ________. a. reach b. frequency c. impact d. engagement e. qualitative value

(a; p. 367; Easy) {AACSB: Reflective Thinking}

134. Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. This is an example of the ________ function of public relations. a. press relations b. product publicity c. public affairs d. lobbying e. development

(a; p. 375; Easy) {AACSB: Reflective Thinking}

130. Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs. When companies use people, actors, or sports celebrities as product endorsers, what kind of execution style is being used? a. personality symbol b. testimonial evidence c. scientific evidence d. lifestyle e. fantasy

(b; p. 366; Moderate) {AACSB: Reflective Thinking}

125. Ideally, Modern Tool & Die Company's advertising message strategy will follow directly from the company's ________ strategy. a. objective b. cash refund c. broader positioning d. patronage reward e. operational

(c; p. 363; Moderate) {AACSB: Reflective Thinking}

133. You are looking to advertise your new product, and you want good mass-marketing coverage and low cost per exposure. You should go with ________ as your advertising media. a. newspaper b. radio c. outdoor d. television e. direct mail

(d; p. 368; Challenging) {AACSB: Analytic Thinking}

122. Avis positioned itself against market-leading Hertz by claiming, "We're number two, so we try harder." This is an example of ________. a. informative advertising b. reminder advertising c. comparative advertising d. persuasive advertising e. none of the above

c. comparative advertising

Lizar Telecommunications are manufactures of cell phones and related accessories. Michael Starr, a movie director, contacted Lizar to help fund his new movie. Lizar agreed to provide funding on the condition that Lizar cellphones be used in the movie, and that the brand be prominent in its scenes. What kind of advertising technique has Lizar adopted here? a. vertical integration b. product placement c. advertainment d. genofencing e. subliminal advertising

b. product placement

25. Which promotional strategy calls for spending a lot on advertising toward final consumers? a. push b. blitz c. pull d. buzz e. pulse

c. pull

135. The public relations department at a manufacturer of a variety of technological devices has been charged with developing inexpensive methods of building and maintaining brand awareness and excitement. To begin with, the public relations department has recruited consumers who are early adopters of technological devices to spread the word about the company's new products. This is an example of the public relations tool of ________. a. public service activities b. special events c. audiovisual materials d. corporate identity marketing e. buzz marketing

(e; p. 377; Easy) {AACSB: Reflective Thinking}

38. Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result. a. percentage-of-sales b. affordable c. competitive-parity d. objective-and-task e. regression

a. percentage-of-sales

Pearl Sands Resort and Spa is a popular summer attraction located in hilly town of Rockten. They usually attract customers in the summer. During the pre-summer period, Pearl Sands Resort began sponsoring shows on TV, and putting up billboards around Rockten and the surrounding towns advertising the resort. The ads hinted at the coming summer, and how the resort has always been the place to go for a welcome break from everyday life. Which of the following approaches has Pearl Sands Resort used? a. pull strategy b. publish-subscribe method c. direct marketing d. push strategy e. vertical integration

a. pull strategy

27. Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy. a. pull; push b. push; pull c. pulse; pull d. continuity; pulse e. pulse; continuity

a. pull; push

26. Which promotional strategy relies mostly on personal selling and trade promotion toward market channel members? a. push b. blitz c. pull d. buzz e. pulse

a. push

118. An e-mail from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ________. a. sales promotion b. personal selling c. public relations d. an advertising objective e. a push strategy

a. sales promotion

68. One way to measure the ________ effect of advertising is to ________ past sales and past advertising expenditures. a. sales; compare b. promotion; disregard c. copy; disregard d. sales; disregard e. profit; identify

a. sales; compare

31. _____ is used heavily when introducing a new product category. The objective is to build primary demand. a. Persuasive advertising b. Informative advertising c. Comparative advertising d. Patronage advertising e. Institutional advertising

b. Informative advertising

47. _____ is the first step in creating effective advertising messages—deciding what general message will be communicated to consumers. a. Eliminating advertising clutter b. Message strategy c. Media opportunity d. Rewarding consumers e. Selecting the medium

b. Message strategy

49. _____ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress. a. Sales promotions b. Message strategy statements c. Creative concept statements d. Big idea statements e. Branded entertainment plans

b. Message strategy statements

117. Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services. In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ________ will deliver a consistent and positive message about the company. a. public relations message b. brand contact c. advertisement d. logo e. media vehicle

b. brand contact

6. The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is not included in the entire marketing mix? a. product b. competitor c. price d. place e. promotion

b. competitor

42. Traditionally, the creative department developed good advertisements, and then the media department selected the best media for carrying those advertisements to desired target audiences. This often caused ________. a. sales promotions b. friction c. advertising specialty d. integrated service e. marketing myopia

b. friction

15. The concept of ________ marketing communications suggests that the company must blend the promotion tools carefully into a coordinated ________. a. affordable; promotion mix b. integrated; message c. mass; integration d. segmented; brand image e. brand contact; image

b. integrated; message

67. Scheduling ads unevenly, or ________, builds awareness that is intended to be carried over to the next advertising period. a. continuity b. pulsing c. hard hitting d. sequencing e. segmenting

b. pulsing

12. All of the following are reasons that marketers are losing confidence in television advertising except ________. a. mass media costs continue to increase b. television offers a high cost per exposure c. many viewers are using video on demand and TiVo-like systems d. younger consumers are using different media e. audience size is on the decline

b. television offers a high cost per exposure

51. The big idea or the creative concept may emerge as a(n) ________, a phrase, or a combination of the two. a. appeal b. visualization c. differentiation d. verbalization e. statement

b. visualization

66. _____ means scheduling ads evenly within a given period. ________ means scheduling ads unevenly over a given time period. a. Pulsing; Continuity b. Continuity; Hard hitting c. Continuity; Pulsing d. Pulsing; Hard hitting e. Sequencing; Routing

c. Continuity; Pulsing

18. Advertising has some shortcomings. What is not one of them? a. It is impersonal. b. It can be very costly. c. It slowly reaches many people. d. It carries on one-way communications. e. It does not make audiences feel the need to respond.

c. It slowly reaches many people.

________ attempts to influence the attitudes and perception of consumers, stockholders, and stakeholders towards companies, brands, politicians, celebrities, and not-for-profit organizations. a. Cause marketing b. Lobbying c. Public relations d. Personal selling

c. Public relations

73. _____ use several tools, including the news, speeches, and special events. a. Advertising agencies b. Advertising specialists c. Public relations professionals d. Computer programmers e. Media planners

c. Public relations professionals

52. Advertising appeals should have three characteristics. Which is not one of these characteristics? a. They should be meaningful. b. They must be believable. c. They must show lifestyle. d. They should be distinctive. e. They should position the brand.

c. They must show lifestyle.

3. Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. a. sales promotion b. direct marketing c. advertising d. personal selling e. public relations

c. advertising

13. Companies often fail to integrate their various communications to consumers because ________. a. historically, consumers have been able to distinguish between message sources b. advertising departments are reluctant to work with public relations professionals c. communications often come from different parts of the company d. personal selling and sales promotion are in direct conflict e. they have failed to understand the concept of brand contact

c. communications often come from different parts of the company

33. Persuasive advertising becomes ________ when a company directly or indirectly compares its brand with one or more other brands. a. informative advertising b. reminder advertising c. comparative advertising d. POP promotion advertising e. institutional advertising

c. comparative advertising

57. In an ad, the second thing the reader typically notices is the ________, which must effectively entice the target audience to read the block of text. a. copy b. illustration c. headline d. advertising specialty e. color

c. headline

64. ER and ABC World News Tonight are both examples of ________, specific media within each general media type. a. editorial quality b. audience attention c. media vehicles d. advertising specialty e. micromedia

c. media vehicles

62. Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target more effectively. All of the following benefit greatly from this shift, except ________. a. outdoor advertising b. cable television c. network television d. digital satellite television systems e. Internet advertising

c. network television

119. Mariah Goldberg, a marketing manager for a manufacturer of children's toys, is looking for ways to reach potential customers who typically avoid salespeople and advertisements. Which of the following would be the most economical promotional tool for Mariah to use? a. direct marketing b. sales promotions c. public relations d. brand contacts e. personal selling

c. public relations

120. Clean and Clear, a large producer of all-natural hair care and beauty products, is most likely to use which of the promotion mix strategies? a. push b. pull c. push and pull d. pulse e. continuity

c. push and pull

60. The advertiser must decide on the desired media impact, known as the ________ of a message through a given medium. a. reach b. illustration c. qualitative value d. copy e. frequency

c. qualitative value

53. _____ is the message execution style that depicts one or more typical people using the product in a normal setting. a. lifestyle b. fantasy c. slice of life d. personality symbol e. testimonial evidence

c. slice of life

7. Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information. a. public relations b. direct marketing c. the Internet and other technologies d. mass market media e. informative advertising

c. the Internet and other technologies

37. A company decides on its promotion budget by using four common methods to set the total budget for advertising. What is not one of these methods? a. the affordable method b. the percentage-of-sales method c. the integrated method d. the competitive-parity method e. the objective-and-task method

c. the integrated method

1. A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. a. direct marketing b. integrated marketing c. the promotion mix d. competitive marketing e. target marketing

c. the promotion mix

8. Which of the following is not a factor in the changes occurring in today's marketing communications? a. Mass markets have fragmented, and marketers are shifting away from mass marketing. b. Changes in communication technologies are changing how companies and customers communicate with each other. c. Mass-media companies routinely invest millions of dollars in the mass media. d. Mass media no longer capture the majority of promotional budgets. e. Consumers are better informed about products and services.

d. Mass media no longer capture the majority of promotional budgets.

75. Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company trucks are all examples of ________ that can be used to help a company create an identity that the public immediately recognizes. a. direct marketing b. social marketing c. public service activities d. corporate identity materials e. special events

d. corporate identity materials

Which of the following is a function of an integrated marketing communications system? a. designing products using environmentally-friendly techniques b. sharing company forecasting details with shareholders c. allowing suppliers or vendors to manage the inventory of products d. delivering a consistent message on the product to each brand contact e. controlling production levels by feedback received from customers

d. delivering a consistent message on the product to each brand contact

Samsung recently released the Galaxy Gem Smartwatch, a wearable digital watch. Samsung has started an advertising campaign that focuses on this new product, making consumers aware of the Smartwatches specific functionality. What is they type, or primary purpose, of this advertising? a. reminder advertising b. celebration advertising c. network advertising d. informative advertising

d. informative advertising

9. Which of the following is not an example of a specialized and highly-targeted media that an advertiser might use to reach smaller customer segments? a. cable television channels b. e-mail c. podcasts d. magazines e. product placement in video games

d. magazines

40. The most logical budget-setting method is the ________ method because it is based on accomplishing specific promotion goals. a. percentage-of-sales b. affordable c. competitive-parity d. objective-and-task e. exponential smoothing

d. objective-and-task

4. Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? a. sales promotion b. personal selling c. direct marketing d. public relations e. direct marketing

d. public relations

71. Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is part of ________. a. outdated business ethics b. press relations c. press agencies d. public relations e. a mass market strategy

d. public relations

23. "Buy it now" is the message of ________. a. personal selling b. advertising c. a nonpersonal communication channel d. sales promotion e. publicity

d. sales promotion

44. To succeed, an advertisement must ________. a. have a significant budget b. have a high entertainment value c. have a high frequency d. make a meaningful appeal e. gain attention and communicate well

e. gain attention and communicate well

72. Which of the following functions is least likely to be performed by a public relations department? a. product publicity b. lobbying c. public affairs d. investor relations e. media vehicle selection

e. media vehicle selection

16. With the use of integrated marketing communications, a company's mass-market advertisements, Web site, e-mail, and personal selling communications all have ________. a. equal portions of the advertising budget b. independent communications directors c. separate marketing objectives d. the same target audience e. the same message, look, and feel

e. the same message, look, and feel